An integration of social capital and tourism technology adoption—A case of convention and visitors bureaus

Abstract

The purpose of the present study is to examine the impact of social capital on tourism technology adoption process. Four main components of social capital were chosen: social networks including network size, tie strength, bridging and bonding tie; trust; norms; and associational activity. Based on their relationships with technology adoption, the research model that integrates social capital into the technology acceptance model (TAM) was built. As key informants for this study, Destination Marketing Organization (DMO) managers in the USA were surveyed. As results, bridging tie, trust, associational activity, and norms exerted significant effects on perception-related variables regarding technology adoption. In particular, this study found that the unique effect of trust with different types of DMO managers’ social networks on the technology adoption process. Based on the findings, this study also presents a discussion of practical and theoretical implications on the facilitation of DMOs’ tourism technology adoption.

Keywords

Social capital technology acceptance model destination marketing Web 2.0 tourism technology

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